Snapchat introduced new performance metrics for Story Ads, giving advertisers deeper visibility into how users interact with their content. This move is part of Snapchat’s ongoing effort to provide brands with richer, real-time insights into ad effectiveness across its mobile-first platform.
These updated metrics focus on granular engagement behaviors, such as time spent viewing, swipe-ups, taps, and drop-off points—making it easier for brands to understand user interaction and optimize their campaigns accordingly.
What’s New in Story Ad Metrics?
The new metrics update brings a fresh layer of transparency to campaign reporting. Advertisers now have access to:
- Story Completion Rate: Track how many users watch the full sequence of your Story ad.
- Engaged Viewers: Measure how many viewers tapped, swiped, or otherwise interacted with the Story.
- Average View Time: Understand how long users are staying engaged with your ad.
- Drop-Off Analysis: See at which frame or second most viewers exit the Story.
- Swipe-Up Conversions: Quantify how many users swiped up and completed a call-to-action like visiting a landing page or app install.
Snapchat’s focus is to help marketers adjust their content strategy mid-campaign and improve creative storytelling for better returns on ad spend.
Why It Matters for Advertisers
Snapchat has always stood out for its immersive, vertical video content—especially with Gen Z and millennial users. With Story Ads becoming a centerpiece of brand storytelling, the lack of detailed insights was a long-standing limitation.
These new metrics empower brands to:
- Identify high-performing creative assets.
- Pinpoint bottlenecks in user engagement.
- Tailor future content for optimal completion rates.
- Improve targeting strategies using audience behavior data.
This is a game-changer for digital marketers looking to stretch every dollar of their social media advertising budget.
Real-Time Data for Smarter Campaigns
Snapchat now offers real-time reporting dashboards for Story Ads, allowing advertisers to:
- Optimize creatives live based on drop-off or engagement points.
- A/B test story sequences more effectively.
- Leverage data for retargeting, such as re-engaging users who viewed 75% or more of a Story.
This agility enables performance marketers to tweak and maximize conversions without waiting for post-campaign reports.
How to Access the New Metrics
The updated metrics are available through Snapchat’s Ads Manager platform and integrate seamlessly with third-party analytics tools like Google Data Studio and Adobe Analytics. Marketers can now set custom goals tied to these new insights and download data reports by campaign, ad set, or creative unit.
Additionally, Snapchat has announced future updates that will bring AI-powered recommendations based on these metrics—helping brands auto-optimize their ads in real time.
Industry Use Cases
- A fashion brand identifies that users drop off before the product showcase in the second frame, prompting a redesign of the sequence.
- An app company notices higher conversions when swipe-up CTAs are placed earlier in the Story ad.
- A food delivery brand uses engaged viewer data to retarget users with limited-time discounts.
By enabling such insights, Snapchat transforms raw data into actionable strategies for stronger campaign performance.
Conclusion
Snapchat’s launch of new Story Ad metrics marks a significant leap in campaign transparency and performance optimization. Brands now have access to powerful tools that provide a holistic view of audience behavior, making it easier to craft compelling, high-performing ad experiences. If you’re looking to elevate your Snapchat ad strategy with data-driven decision-making, DIGILOGY can help you unlock the full potential of Story Ads. Contact DIGILOGY today for expert guidance and performance-focused campaign support.
